Does Blogging Belong On Your Small Business To-Do List?
If you own or lead a small business, your to-do list is usually much longer than you’d like. And I bet blogging is not one of them. The question is “Does it need to be there?” Right next to sales and prospecting calls, billing, and paying the suppliers. The list goes on and on, and who needs another item with questionable return value?
Besides, most owners would say, they aren’t good writers, don’t know what to write about, and nobody would be interested in what they have to say.
The more tech-savvy types would also argue hat measurement in the new media arena is still hard to come by and what can’t be measured becomes incredibly hard to invest in.
Does Your Business Need Social Media Presence
“While I wouldn’t argue with most small business owners that they can afford to not be on Twitter and maybe even not be on Facebook, I would vehemently argue that they cannot afford not to have a content strategy (centered on a blog) that provides unique and regular insights into the problems that their most coveted customers need solved.
Furthermore, whether you as the owner write the content yourself, or you hire someone to do it, that creation of meaningful content will pay far more dividends than tweeting the latest news article from Yahoo.
So let’s demystify a small business content strategy.
•Integrate a blog into your company website that regularly posts content from your company’s leaders and business line managers.
•If you don’t have time to write the content, hire someone to ghost write for you that can, in your voice, articulate thought leadership in your areas of business expertise.
•Regularly (at least 1x per week) post content and share it to all of your networks, feeds and mail lists. In addition, make sure your teams are sharing it with their online communities such as their LinkedIn groups and networks.
•Use internal linking to take readers to pages on your site that discuss your products and offerings. However, do not create content full of sales and marketing pitches. A blog shouldn’t be used as a direct sales technique.
•Focus on measuring the community building rather than just the metrics. It’s easy to get your content seen, but having it seen by the right audience takes commitment and time (realistically, six months or more before you see significant growth in meaningful metrics).
Enough With the Excuses
If there is one thing that I regularly hear from small business owners, it is that they blogged a couple of times and they didn’t get the return they are seeking.
Imagine saying this…
I went on a couple of sales calls and nobody bought my product or service so I stopped selling.
Sounds dumb, right? Well, so does the first statement.
In order to see results from blogging for your small business you have to commit to doing it like any other sales, marketing or operational effort. Having said that, I assure you that if you stay the course and focus on content that your buying audience wants to read, the results will come. If you’ve started a content strategy and stopped, or never started at all, now seems like the perfect time to take action toward better online results.”
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